Barclaycard's new SmartPay system lets merchants customise the transaction process to offer customers a "seamless experience."

Created in collaboration with ecommerce solutions firm Adyen, Barclaycard’s SmartPay system allows online businesses to play around with skins to suit their customer base.

This means various layouts can be implemented for different devices, such as smartphones and iPads, while the merchant’s branding can be maintained during the payment process – something other services are yet to offer.

By using IP address tracking, SmartPay also enables retailers to offer payment methods to fit a consumer’s location, while translation capabilities also help support the “multi-domestic” transaction service.

“Satisfying the complex expectations of European online consumers has become critical for success,” said Stewart Roberts, business development director for global payment acceptance at Barclaycard.